A cheesy problem Not Gouda-nough: Google removes AI-generated cheese error from Super Bowl ad Unlike Google search, AI writing assistant doesn't even cite its sources. Kyle Orland Feb 5, 2025 4:18 pm | 60 How popular is gouda? Don't count on Google's AI for a reliable answer... How popular is gouda? Don't count on Google's AI for a reliable answer... Story textSizeSmallStandardLargeWidth *StandardWideLinksStandardOrange* Subscribers only Learn moreWhen Google launched its AI Overviews features last year, we noted plenty of examples of false, misleading, and even dangerous information that can be contained in the official-looking answers generated by Google's Gemini model. Now, Google has quietly scrubbed one such falsehood from a demo of its AI writing assistant that featured prominently in an ad planned for Sunday's Super Bowl.The ad in question is part of Google's "50 stories from 50 states" promotion, which will run Gemini ads tailored for different local markets during the Super Bowl on Sunday. The Wisconsin-focused ad, as it was posted on YouTube last week, featured the owner of Wisconsin Cheese Mart asking Google's writing assistant for "a description of Smoked Gouda that would appeal to cheese lovers."The AI-authored response that was shown in that videoand still appears verbatim on the Wisconsin Cheese Mart websitenotes that Gouda is "one of the most popular cheeses in the world, accounting for 50 to 60 percent of the world's cheese consumption." That is almost surely an exaggeration; a 2007 Cheese Market News editorial, for instance, mentions Gouda as only the third-most-popular cheese in the world, after cheddar and mozzarella. A Global Cheese Market analyst report also only includes Gouda in the "Other Cheese" category, while mozzarella, Parmesan, and cheddar each get their own categories. An excerpt from Google's Super Bowl ad as it was posted last week shows incorrect Gouda stats. Google / Nate HakeAn excerpt from Google's Super Bowl ad as it was posted last week shows incorrect Gouda stats.Google / Nate Hake The version of the ad that is now up on YouTube removes the offending information. GoogleThe version of the ad that is now up on YouTube removes the offending information.GoogleAn excerpt from Google's Super Bowl ad as it was posted last week shows incorrect Gouda stats.Google / Nate HakeThe version of the ad that is now up on YouTube removes the offending information.GoogleThe mistaken cheese factoid remained in the YouTube version of the ad until Tuesday, when social media aggregator Goog Enough (devoted to "collect[ing] and amplify[ing] bad Google SERPs and AI Overviews") noticed that the offending statistic had been removed without note. The new version of the ad simply shows Gemini calling Gouda "one of the most popular cheeses in the world" without going into specific numbers.Oddly enough, the edited version of the ad resides at the same URL as the previous version, with no indication it has been updated since being uploaded on January 30. This kind of wholesale replacement of a YouTube video at the same URL is impossible for normal YouTube users, suggesting some special privileges for Google itself were used here.The incorrect cheese info also appears to have been scrubbed from the pre-roll of Google's recent earnings call, which initially featured a run-through of the planned Super Bowl ads until yesterday.Blame cheese.comWhile it's easy to accuse Google Gemini of just making up plausible-sounding cheese facts from whole cloth, this seems more like a case of garbage-in, garbage-out. Google President of Cloud Applications Jerry Dischler posted on social media to note that the incorrect Gouda fact was "not a hallucination," because all of Gemini's data is "grounded in the Web... in this case, multiple sites across the web include the 50-60% stat."The specific Gouda numbers Gemini used can be most easily traced to cheese.com, a heavily SEO-focused subsidiary of news aggregator WorldNews Inc. Cheese.com doesn't cite a source for the percentages featured prominently on its Smoked Gouda page, but that page also confidently asserts that the cheese is pronounced "How-da," a fact that only seems true in the Netherlands itself. The offending cheese.com passage that is not cited when using Google's AI writing assistant. Credit: cheese.com The offending cheese.com passage that is not cited when using Google's AI writing assistant. Credit: cheese.com Regardless, Google can at least point to cheese.com as a plausibly reliable source that misled its AI in a way that might also stymie web searchers. And Dischler added on social media that users "can always check the results and references" that Gemini provides.The only problem with that defense is that the Google writing assistant shown off in the ad doesn't seem to provide any such sources for a user to check. Unlike Google search's AI Overviewswhich does refer to a cheese.com link when responding about gouda consumptionthe writing assistant doesn't provide any backup for its numbers here.The Gemini writing assistant does note in small print that its results are "a creative writing aid, and not intended to be factual." If you click for more information about that warning, Google warns that "the suggestions from Help me write can be inaccurate or offensive since its still in an experimental status."This "experimental" status hasn't stopped Google from heavily selling its AI writing assistant as a godsend for business owners in its planned Super Bowl ads, though. Nor is this major caveat included in the ads themselves. Yet it's the kind of thing users should have at the front of their minds when using AI assistants for anything with even a hint of factual info.Now if you'll excuse me, I'm going to go update my personal webpage with information about my selection as World's Most Intelligent Astronaut/Underwear Model, in hopes that Google's AI will repeat the "fact" to anyone who asks.Kyle OrlandSenior Gaming EditorKyle OrlandSenior Gaming Editor Kyle Orland has been the Senior Gaming Editor at Ars Technica since 2012, writing primarily about the business, tech, and culture behind video games. He has journalism and computer science degrees from University of Maryland. He once wrote a whole book about Minesweeper. 60 Comments